Why did you build Percolate
Noah: “We are excited about technology, brands, and content and thought there was a better, more scalable, way to help brands create the content they need for the social web.”
Why content?
James: “As marketers, building a brand has always been about communication. This communication has primarily taken shape as some form of content.”
What’s changed to make Percolate relevant?
Noah: “Speed and scale. Before the internet, messages were measured by months in market, not minutes. Brands created a few pieces of stock content each year and then spread those messages out in bursts. While stock is still a key part of internet content, brands need to create more content, more frequently. That's where flow comes in: Smart hits of curated content that are relevant and inexpensive, but still convey quality and allow the brand to leave their stamp.”
While stock is still a key part of internet content, brands need to create more content, more frequently.
How can a brand become a great content creator?
James: “By paying attention to the world they want to be communicating with. The only way to be a good content creator is to be constantly consuming. For decades agencies have served this function for brands: Consuming culture and audience research to match up with the brand and create beautiful content. This process works with incredible efficiency until you move into real-time: the demand for 10-20 pieces of short-form content daily proves to be a breaking point. To be truly effective at this sort of scale — what we call 'social scale' — you need a workflow that allows you to produce as you consume.”
